Clean Conscience for Tuffy and Saatchi & Saatchi Cape Town

Cape Town - Saatchi & Saatchi Cape Town recently created a humorous Clean Conscience campaign for Tuffy using refuse bags to dramatise the emotional benefit of choosing a 100% recycled bag over traditional non recyclable bags. The campaign was recently recognised in the Creative Circle Ad of the Month, in the outdoor category.

Saatchi & Saatchi Cape Town's Executive Creative Director, Anton Crone, says that the brief was to come up with a campaign that would make people feel good about themselves if they chose to use recycled refuse bags.

"It had to be something clever that would make people feel that if they chose Tuffy refuse bags, which are 100% recycled and recyclable, they would have a clean conscience," says Crone. "We printed the humorous campaign artwork onto specially made 'giant' bags and then used the bags themselves as the communication medium for the campaign. We also used bags as humorous posters to introduce the public to this offering."

The 'Giant' bag slogans included:

Burglar:
"The words of Bob's jailbird father echoed in his head.  'Son, don't make the same mistake I made.' And he hadn't; this was a 100% recycled refuse bag."

Murderer:
"Although deep down Toby knew that murder was wrong, he couldn't help but feel good about himself. After all, he only ever used 100% recycled refuse bags."

White Collar:
"Miles was no fool he knew shredding the documents was illegal, but he reasoned that there was no point in sweating the small stuff. After all, he was using 100% recycled bags."


Campaign Response

Crone says that the humorous ideas printed on the bags immediately encouraged interaction with passers-by. "We placed them at various locations and they were particularly effective placed around rubbish bins," he adds. "The response to the campaign by shoppers was great and drove the message home by appealing to people's sense of humour."

Cape-based Tuffy has been around for 20 years, having pioneered refuse bags on a roll in SA. The company manufactures all its black refuse bags from recycled material and runs 500 tons of material through its plant every month, equating to 18 million refuse bags.


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